Essays on choice under uncertainty and framing effects in marketing


Valli, Veronica


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URL: https://madoc.bib.uni-mannheim.de/45560
URN: urn:nbn:de:bsz:180-madoc-455608
Document Type: Doctoral dissertation
Year of publication: 2018
Place of publication: Mannheim
University: Universität Mannheim
Evaluator: Stahl, Florian
Date of oral examination: 25 May 2018
Publication language: English
Institution: Business School > Quantitatives Marketing und Konsumentenverhalten (Stahl 2013-)
Subject: 330 Economics
Subject headings (SWD): Zeitpräferenz , Feldexperiment , Kontexteffekt , Preisgestaltung
Keywords (English): intertemporal choice , subscription promotions , time preferences , field experiment , framing effect , context effect , compromise effect , pricing
Abstract: In case of preference uncertainty, choice-sets and promotions framing can influence purchase decisions (Campbell and Diamond 1990; Levin et al. 1998; Simonson 1989). In this dissertation, I extend the investigation of framing effects from their influence on decision-making to their influence on post-purchase behavior. In particular, I show that people might show opposite preferences for equally valued but differently framed promotions (chapter two) on subscriptions extensions or might increase choices of items that can complement and enhance a first average choice (chapter three). Accordingly, the two scientific essays embedded in this dissertation represent an attempt to integrate choice under uncertainty (in present and future states) and framing/ context effects.




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